Case Study: Proximus boosts adoption of new app services with Airship onboarding journeys

Proximus engages 100K users with onboarding journeys using Airship

Proximus, Belgium's leading telecommunications provider, faced the challenge of accelerating user adoption of its new "beyond telco" services within its Proximus+ app. With a net-new user base unfamiliar with the app's full capabilities, they needed a scalable way to guide users through multiple services without overwhelming them. To meet this challenge, Proximus implemented structured onboarding journeys using Airship's Journey Builder.

The solution involved creating a multi-touch onboarding flow that progressively introduced users to new features over time via push notifications and in-app messages. This approach, combined with an in-app feedback loop to capture user sentiment, significantly increased awareness and adoption of non-core services. As a result, Airship helped Proximus engage over 100,000 users and achieve a direct engagement rate of more than 10%, turning onboarding into a strategic growth driver.

Proximus